The ad isn't so much shocking as unbelievably embarrassing - if one were trying to make a spoof segment on the high-fashion industry trying to look bad-ass, it would be difficult to better this campaign.

Here are some more scandalous advertisements (a good many of which were also photographed by Richardson.)

Sisley (Who are to be forgiven for their idiotic ads on account of the fact that any distraction from their bland designs must be seen as a savvy business move):Dolce & Gabbana (Complete assholes who will not be forgiven this monstrosity of a campaign.)Gucci (I adore this. Tom Ford is God.)